Pizza Hut is trialling a ‘subconscious menu’ app that creates a customer’s perfect pizza based on the ingredients they spend the most time looking at, though the brand has “no firm plans” to roll the concept out yet.

A spokesperson told BigHospitality that the trial phase had started in the last few days to assess interest from customers and would consider a roll-out depending on the results.

Perfect pizza​

The digital menu, developed by Tobii Technology, shows images of the 20 ingredients most commonly found on Pizza Hut pizzas to the customer via a tablet, and follows their eye movements to determine what they would like to eat.

In 2.5 seconds the subconscious menu knows which ingredients the diner’s eyes have looked at longest and uses a mathematical algorithm to identify the their perfect pizza from 4896 possible ingredient combinations.

Innovation​

Kathryn Austin, head of marketing at Pizza Hut, said: "We love to excite and innovate. This year we’ve redesigned restaurants up and down the country and launched a brand new menu with lots of tasty new options.

“But we don’t just want to stop there. We wanted to try a few ideas on the traditional menu format and we’re delighted to have developed the world's first subconscious menu, a unique idea with potential to completely reinvent the dining experience."

The initiative coincides with the roll-out of a new menu as part of the brand’s £60m refurbishing programme.

Demonstration​

Watch the video below for a demonstration of how the subconscious menu works.